Free Press Pop Music Writer

A late-hour assist from Quicken Loans proved the salvation for Motown Winter Blast.

The ninth edition of the annual family festival will take place Feb. 8-10 at Detroit’s Campus Martius Park, organizers will confirm at a media event this afternoon.

The announcement comes about a month later than usual, as officials scrambled to make their estimated $400,000 budget following the departure of title sponsor Ambassador Bridge.

Quicken Loans agreed last week to a title sponsorship, said festival producer Jon Witz, alongside what he described as “significantly increased support” from Ilitch Holdings. Winter Blast also secured renewals from several key sponsors, including the General Motors Foundation, Blue Cross Blue Shield of Michigan and Charter One Bank.

"It was our most challenging year to get the festival off the ground," Witz said. "Several things had to happen, and none of them officially happened until last week, after the holidays. At the end of the day, Detroit stepped up again."

The free Winter Blast, which highlights seasonally themed activities such as ice-skating and snowshoeing, debuted in 2005 as part of the year-long lead-up to Super Bowl XL.

New this year will be a hands-on science exhibit from Mad Science of Detroit and a "S’mores Happy Hour" (Feb. 8) tailored for downtown employees. Keego Harbor Specialty Sausage and Mudgie’s Deli will join the dining lineup, said Witz.

Full details for the event, including a lineup of 50 music acts on three stages, will be released by Jan. 28.

Quicken Loans founder Dan Gilbert has increasingly become the face of downtown revitalization. In the past two years, Gilbert has purchased 15 Detroit buildings and brought several thousand employees to the downtown district.

"We’re very honored to be in their plans," said Witz. "They’ve had a true approach to uplifting the city in every way possible. For Winter Blast to be included in that is a big lift for us."

Before stepping up into the title role, Quicken had been a six-time Winter Blast sponsor.

"Detroit is an exciting town, and by supporting this entertaining family-friendly event, we are helping to provide one more amazing wintertime entertainment opportunity that makes downtown Detroit a great place to live, work and play," president Jay Farner said in a statement Monday.